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BtoBet: Coming Out Successfully From The Current Sportsbook Scenario

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  • Short-term mitigation plans could shape up a new industry on the long term

As the iGaming industry is adapting to the live sport events shortfall that has now taken the iGaming industry by storm, not everything is doom and gloom. Alessandro Fried, BtoBet’s Chief Executive Officer, discusses the interim measures that operators are adopting to mitigate the gap created in the sportsbook vertical, and how eventually the industry will morph into a more diverse scenario based on the decisions that operators are taking at the moment.

 

In what way will the current situation impact the industry?

Everyone is expecting live sport events to surely resume shortly. They will be back, and with them the sports betting vertical will pick up where it left and bounce back. At this point in time the Italian top league clubs are all set to resume their training in a couple of weeks, whilst in Germany teams have already resumed with their preparations to final sprint of the Bundesliga.

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However, it is true that the industry has undoubtedly been impacted. No one has ever imagined a scenario where live sports on practically a global level would be made unavailable. The pandemic and its consequences, with governments and authorities alike putting in place extraordinary measures imposing social distancing in order to curb the outbreak, has disrupted mostly those bookmakers who throughout the years have based their business activities on a retail network. The same applies for the retail casino outlets, with Las Vegas as the primary example, literally closing down its doors for business.

It is with this in mind that I expect a major shift in operators’ strategies in the immediate to short term, with retail licensees seeking to migrate their business activities to the digital mediums, thus also mitigating for any future downturns in terms of retail customers.

 

Turnover from live sportsbetting is a major problem for most operators. However, have other verticals seen an increase in player engagement?

The current circumstances related to live sport events has had its major toll on those operators who have based their offering primarily on live football events, with the top leagues generating an ever increasing revenue stream as this form of gambling is nowadays being considered as an extension to the events themselves. Such are the number of followers that these events produce. However, the scenario has changed abruptly, and live sport events that on a daily basis averaged into hundreds of events have now been reduced to merely a handful. Live betting now comprises of football events in Belarus and Nicaragua, table tennis in Russia, and racing from the United States, Hong Kong and Australia. Which all in all amount to a rather limited content portfolio and will not make up for the loss of revenue that other major sport events generate.

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Undoubtedly this translates directly to a significant loss in terms of turnover, with many industry experts expecting as much as 70% or even higher in terms of loss. On the other hand, and this needs to be highlighted, operators and suppliers alike have been agile in identifying new means of how to diversify the players’ engagement across a broader portfolio of verticals.

One of the major verticals that has seen a major bump on the immediate term has undoubtedly been virtual sports, which nowadays is accounting as much as 40% in terms of operators’ turnover. The same can be said with reference to the esports vertical and online casino vertical, with certain operators doubling their turnover in these verticals over a relatively short period of time.

 

How will the current situation impact the industry for the short term and the long term?

I reiterate that live sport events are resuming sooner rather than later. And I expect a high player engagement, if not actually higher, once the situation normalises itself. Does this mean that the industry will resume in its steps before the Covid-19 pandemic ensued? I highly doubt so. Even though there are few historical episodes which provide us with the required data as to how we will emerge from this situation, I expect the new more diversified content approach endorsed by the operators to stick also for the long term.

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Operators are now seeing the opportunities that reside in other verticals. Since sport events have been cancelled, sportsbetting players have turned their focus to alternative betting products, be they virtual sports, esports, and online casino amongst other verticals.

In today’s context, I expect this “cross-selling” to other verticals to become even more determining as we go forward, because the current situation will surely have a lasting effect even on people in terms of their gambling behaviour.

I also expect retail operators to adopt a diversification of their business strategies and move towards the online channels. Does this mean that the brick and mortar experience will be a thing of the past? Certainly not. Retail betting shops and casinos still offer a betting and gambling experience in their own unique way. On the other hand I do envisage an expansion to the digital channels to complement the retail offer, with operators necessitating of a diversification of their revenue stream whilst also being better placed to retain their current fold of players, and acquire new customers through targeted marketing campaigns.

 

You have mentioned that operators are opting to “migrate” their players from sportsbook to other verticals.

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Sports betting is an activity that nowadays is considered by the players as an enhancement to the real live action. One should also state that the vast majority of players bet on the teams, leagues, and different sports categories which they usually follow, and of which they have a good knowledge and understanding. There is an emotional attachment to sports betting, which in itself is driving operators to seek creative solutions in order to close the gap created by this “live sports void” for the short term.

Not only are they integrating new, innovative and alternative vertical content. They are going to great lengths to ensure a high level of player engagement even on the sportsbook itself, by exploring and expanding markets – such as the props market – that have until now played a rather minor role in the sportsbook vertical.

Most of our partners are realising the benefits that this expanded sportsbook content can have also in terms of retaining their fold of loyal players.

More importantly nowadays we are assisting operators pushing in their bid to create and develop new vertical markets. This is a further indication that eventually we are going to have a better, and stronger scenario, where sportsbook will still reign supreme, but strong gains will be registered in other verticals as operators will seek to diversify ever more their revenue stream.

 

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How is BtoBet assisting its partners in mitigating the short term effects, and possibly putting in place a strategy for the longer term?

For the past months BtoBet has focused on boosting all its verticals in order to place all operators in the position to determine which strategy they want to undertake for their target players, whether they want to focus on sportsbook, online casino, lotteries, virtuals, e-sports and fantasy sports.

Nonetheless throughout these times we are still investing and pushing to provide bookmakers with the best range of alternative vertical content, whilst at the same time keeping focused on delivering a long term plan ensuring our partners will reap benefits by adapting a player-centric approach.

This is why we have put a strategy for the short term period assisting all our partners with the introduction of special content including:

  • a daily selection of the most important horse-racing events,
  • a new and engaging novelty bet section,
  • extended E-Sports content,
  • a boosted odds fantasy league,
  • and a tennis game based on the outcome of more than 1 million matches.

We will also offer all our assistance to bookmakers and other operators in diversifying their business model by integrating a wider content for the Virtuals, with games from six leading industry providers natively integrated in the Btobet platform; an Online Casino portfolio consisting of an extensive list of over 8000 games from over 100 providers; and a wide selection of Lotteries, Instant Lotteries and Jackpots, with prizes up to €150 million.

Our past investments have also seen us launch a new retail solution, intended to not only boost the betting experience at the brick and mortar level, but also aptly enable operators to transform their non registered players into registered customers through a rapid registration process.

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I am confident that the current sportsbook shortfall will be just a small blip in the radar for the majority of operators who optimise their business strategies, allowing them to reap major revenue increase opportunities from a wider verticals portfolio on the long term.

 

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BMM INNOVATION GROUP TO SHOWCASE ITS WORLD-LEADING TESTING SERVICES FOR BRAZIL’S FAST-GROWING GAMING MARKET AT BIS SIGMA AMERICAS SUMMIT APRIL 7–10

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Company to share expert insights and highlight its fast-track product certification and lottery support at SĂŁo Paulo, Brazil show

BMM Innovation Group (“BMM,” “BIG Group,” or “BIG”), a technology conglomerate focused on product compliance testing, cybersecurity solutions, and virtual training for the global gaming industry, will exhibit at BiS SiGMA Americas April 7-10 at the Transamerica Expo Center in São Paulo, Brazil in Stand No. F133.

As Brazil’s gaming landscape undergoes a significant transformation under new federal regulations, BMM is heavily partnered with operators, suppliers, and regulators through this transition. With its three expert divisions – BMM Testlabs, BIG Cyber, and RG24seven Virtual Training – the BIG Group brings unmatched expertise in product testing, cybersecurity, and responsible gaming education, all vital for success in the dynamic Brazilian market.

At the show, BMM will highlight its fast-track product testing and certification process, developed specifically to address Brazil’s recertification requirements for B2B and B2C operators. This streamlined service ensures that gaming companies meet all regulatory standards while maintaining their operating licenses with minimal disruption.

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BMM Testlabs’ Marzia Turrini, President of iGaming & Cybersecurity, said, “BMM is committed to guiding customers through the certification process with speed, precision, and expert support. Our goal is to reduce regulatory risks and accelerate time to market in Brazil’s evolving regulatory environment.”

At BiS SiGMA, BMM will highlight its support for Brazil’s expanding state lottery market, working closely with operators to support multi-jurisdictional entry and growth. BMM’s lottery and iLottery testing services help ensure full compliance while enabling faster, broader market access.

Visitors to BMM Innovation Group’s stand at BiS SiGMA Americas will gain insights into the Company’s full suite of services for cybersecurity and defense, as well as responsible gaming, including:

  • Vulnerability assessments, penetration tests, PCI:DSS evaluations, and a suite of managed security services featuring CYREBRO’s Security Operations Center, KnowBe4’s security awareness training, and Maxxsure’s risk management platform.
  • RG24seven Virtual Training, offering expert-led education on responsible gaming, anti-money laundering, and many other important topics, available in Portuguese, Spanish, and English for gaming professionals worldwide.

Turrini added, “BMM is more than just a test lab. We are a long-term strategic partner, helping shape a secure, responsible, and compliant gaming industry in Brazil and globally.”

BMM invites all BiS SiGMA attendees to stop by Stand No. F133 and discover how the Company drives innovation, reliability, and trust across Brazil’s regulated gaming industry. For more information on BMM’s Brazil support, visit the BMM Brazil Hub at brazil.bmm.com/.

 

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The post BMM INNOVATION GROUP TO SHOWCASE ITS WORLD-LEADING TESTING SERVICES FOR BRAZIL’S FAST-GROWING GAMING MARKET AT BIS SIGMA AMERICAS SUMMIT APRIL 7–10 appeared first on Gaming and Gambling Industry in the Americas.

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Bacta’s George McGregor to step down

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George McGregor, Bacta’s Executive Director – Government Relations, has announced that he is moving on from the UK trade association at the end of June.

His departure following the Bacta AGM marks the conclusion of a 21-year association with the trade body.

He was an external adviser to Bacta in his role as Managing Director of the public affairs consultancy Interel (now DGA) and has served as Bacta Executive Director since January 2024.

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George McGregor, confirmed: “In August this year I turn 60 and my intention is to shift gear in my career, moving from a full-on role to project and advisory work.

“I am incredibly proud of my work with Bacta over the years in helping it achieve tangible benefits for members.

“Between now and my departure there is still a lot to do. We need to finalise our response to the Gambling Minister on stakes and prizes, conclude our submission to the Gambling Commission’s review of gaming machine technical standards and push hard to see the delivery of the long overdue Gambling White Paper reforms”.

John Bollom, Bacta President, added:  “We are very sad to see George moving-on but we understand his reasons and wish him well in the future. George is smart, determined and personable. He will leave big boots to fill.”

The post Bacta’s George McGregor to step down appeared first on European Gaming Industry News.

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Play’n GO announces landmark South African partnership with Hollywoodbets

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Play’n GO, the world’s leading casino entertainment provider, has today announced a new operator partnership in South Africa with Hollywoodbets.

The legendary games studio went live in South Africa in 2024, and this newly announced partnership will see classic Play’n GO titles such as Fire Joker, Rise of Olympus 100 and Boat Bonanza now available to Hollywoodbets players in South Africa.

Play’n GO enjoyed a landmark year in 2024, expanding its reach globally, and recently announced the launch of two brand new slots mechanics, Blitzways™ and Crashback™.

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Stuart Trigwell, Director of Business Development at Play’n GO, commented “South Africa is a market of increasing significance in iGaming globally, and we’re very pleased to have gained such a strong foothold in the country with this partnership.

“The Hollywoodbets brand is synonymous with iGaming in South Africa, and this partnership reflects the commitment of both Play’n GO and Hollywoodbets to deliver the best casino gaming experience possible to players in the region. We’re excited for the opportunities that will come from this partnership, and we look forward to many years of success together.”

Wayde Dorkin, Head of Product at Hollywoodbets added “We’re looking forward to welcoming Play’n GO’s legendary games portfolio to our platform, and we know our players are just as excited as we are. We’re committed to being the number one operator in South Africa, and partnering with Play’n GO is a significant step forward on that journey.”

The post Play’n GO announces landmark South African partnership with Hollywoodbets appeared first on European Gaming Industry News.

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